A Comprehensive Cross-Sectional Analysis of Naloxone-Related Content on the Social Media Platform TikTok.

Abstract

Background and objectives: There has been a surge in social media platforms being used to disseminate medical information and harm reduction techniques. Few studies have analyzed this role for the video-sharing app, TikTok, which was the most downloaded app in 2022. The present study describes the portrayal of naloxone-related content on TikTok.

Methods: Specific search terms were compiled to ensure comprehensive video collection. Three trained researchers independently recorded videos using each search term and conducted independent qualitative coding analyses for the primary purpose of the content. Descriptive statistics were performed on the resulting data.

Results: A total of 116 unique TikTok videos created by 77 accounts were selected for the study. Most content creators were harm reductionists (38%; n = 44), followed by laypersons (31%; n = 36). Our coding revealed that the primary purpose of the videos was either to educate audiences (80%; n = 93) or to advertise a product or company (16%; n = 18). Over half of the sample (59%; n = 68) physically showed a naloxone product while 31% (n = 36) provided insight on how to obtain naloxone.

Discussion and conclusions: Naloxone-related content appears to be widely available on the social media platform TikTok. Videos were primarily created by harm reductionists seeking to educate users on the platform. With an estimated two billion users, TikTok may be an effective way to disseminate harm reduction techniques. Given the minimal education needed to administer naloxone, social media platforms such as TikTok may be useful in harm reduction education, aiding naloxone training efforts, and destigmatizing addiction and overdose treatments.